Comparison shoppers are the mortal enemy of pay-per-click (PPC) advertisers. When you're paying each time someone clicks your AdWords (or other PPC) ad, the last thing you want is a person determined to visit every site to find the best price, the closest location or the most secure guarantee. But, with many categories of products or services, it's bound to happen. There is a way to eliminate many of the lookers, however.

When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site. How is it done? By inserting text that will purposely eliminate arbitrary visitors.

Qualifying Your PPC Leads

Purposely eliminating visitors sounds like an awful thing to do, doesn't it? Perhaps, until you consider the fact that - once these visitors got to your site and found out the details of your offer - they'd most likely leave anyway.

Why not save yourself a click (and the money associated with that click!) and prevent the visitor from running up your monthly AdWords bill? This is exactly what Steve Jackson of Conversion Chronicles and I discussed awhile back. Since that discussion, I've come up with a process that will allow you to easily write pre-qualifying ads when you use these simple steps.

Step One

Outline the specifications of your offer. Be precise. List all the details of the offer, the price, length of time, physical location, size, etc. For example, say you have luxury cruise packages available. You'd want to list the details such as: packages depart from New York City and go to several destinations in Mexico including Cozumel, Puerto Vallarta and Mazatlán from December 5-15 for a cost of $2500 per person.

Step Two

Go back and highlight anything that would be a deal breaker. This is a luxury cruise, so the cost of $2500 per person might be too much for most people. Quite often, cruisers are looking for the best deal possible.

Also, the cruise only leaves from New York City. The additional airfare cost might not be something your site visitors want to add to the cost of their trip. Or, it may be inconvenient to depart from New York City.

What about the dates? These cruises are only available on the dates of December 5-15. Your site visitors may not be able to take a holiday during that time.

Does the visitor want to sail to the locations on the itinerary? Maybe they've already been to Cozumel, Puerto Vallarta and Mazatlán and are looking for a cruise to Cabo San Lucas.

Are there other factors that might force shoppers to decline the offer and move to another site? If so, list them here.

Step Three

Now, decide which bits of information you want to include in your AdWords ads. You'll want to test and track to see which combination of details bring the lowest click-through rates along with the highest conversions. For example, your ad might read:

That would give a lot of information that would keep unqualified visitors from clicking through to your site (and running up your AdWords bill). At the same time, the use of words like “luxury” and “tropical” help the searcher visualize their wonderful vacation.

Another example could be a special shipment of microwave ovens. Let's go through the steps once again.

Step One

The specifications include: convection/microwave combination, built-in with light and vent features, 1200 watts, white, $900, available on the Internet only.

Step Two

Any of these could be used to weed out visitors. Someone may not want the convection feature. They want a countertop microwave rather than a built-in model. Twelve-hundred watts may be more powerful (and larger) than the visitor needs. Their kitchen may have stainless steel or black appliances, not white. Lastly, $900 could be more than they have budgeted for a microwave.

Step Three

Again, you'll want to test and track to see which tidbits of information work best to bring qualified leads, reduce CTR and costs, and improve conversions.

Rather than using generic terms to describe high cost or frequently compared PPC items, get as specific as you can with “disqualifying” copy. By weeding out those who would likely take one look and leave, you can save yourself a lot of money in AdWords expenses while increasing conversions.